From the December 2009 issue of our newsletter, Let’s Grow. For a FREE subscription, CLICK HERE Which Magazines Belong In Your Media Plan? If magazines are part of your media mix, how do you choose among them? Media kits contain a wealth of information — but deciphering them can be tricky. And sometimes, the information […]

If your advertising aims to make sales or generate qualified leads, your headlines need to do some heavy lifting. In two seconds or less, you need to tell your audience why they should give you more of their time. When writing headlines, I use the “door-to-door salesman test.” Imagine you’re a door-to-door salesman on a […]

Timeless Lessons in the Art of Persuasion The more things change, the more they stay the same.  Who would have thought that Aristotle, the great philosopher who lived 384 – 322 B.C., could offer insights to benefit advertisers today?  But human nature remains constant, and the observations Aristotle made in his famous treatise Rhetoriccontain valuable advice […]

Making the most of a pay-per-click (PPC) program requires carefully crafted copy, savvy strategy, regular monitoring, and constant testing.  Here are some tips to help you make more from your PPC program. Choose Search Terms Carefully “We don’t use pay-per-click,” explained one outdoor furniture company “because we already rank high in search engines.”  On further […]

A weak headline.  Company names rarely make effective headlines.  A strong headline that sells your product’s benefits can increase sales 10 times or more.  Think hard about what separates your product form the rest and SHOUT it in your headline. No visual, or poor ones. Tell your story in both pictures and words.  A visual makes […]